ANALISIS MANAJEMEN STRATEGI PEMASARAN UNTUK MENINGKATKAN KEUNGGULAN BERSAING DI SAVALI HOTEL PADANG Doni Muhardiansyah 1 , Rilla Rianty 2 ABSTRACT The aim of this article is to discover the ability of company’s strategic management in accomplishing of focusing, positioning and differentiation strategy to pursue its competitiveness and most dominant factors. This research is a combination one with concurrent triangulation method, while obtaining company’s strategic management formulation uses the Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis. The data collection method used are through questionnaire, interview, and observation. The collected data is analysed by using percentage technique and the qualitative data is analysed by using Miles and Huberman’s analysis technique. The result of the research shows that the analysis of variable of focusing strategy has a contrasting result, and it can be concluded that Savali Hotel have not enough understanding on niche market focusing strategy. The result on analysis of variable of positioning strategy has a contrasting result also and it can be concluded that Savali Hotel has not yet understand the positioning strategy well, so the company’s position is not firmed in the market and the image is not clinging in customers’ mind. The result on analysis of variable of differentiation strategy shows that Savali Hotel does not have a unique factor compared to other hotels. By using market share analysis that measured through competitor statistic report, it is known that Savali Hotel is in the lowest position compared to the other three hotels. The SWOT analysis’ result shows that Matrix Strategy IE, Matrix Space, and Matrix Grand Strategy of Savali Hotel has opportunities and the strength with that good internal condition and has a supportive environment to grab any opportunities. With this result, the strategy that supposed to be implemented in this condition is to support Growth oriented strategy. Some other alternative strategies that can be chosen are intensive and integrative strategy, market penetration strategy, market development, product development, and diversification. Key Words: Focusing, Niche Market, Positioning, Differentiation, Competitive Advantage, SWOT, Mix Method Concurrent Triangulation. 1 Dosen Magister Pariwisata Sekolah Tinggi Pariwisata Trisakti, Jakarta, [email protected]2 Alumnus Magister Pariwisata Sekolah Tinggi Pariwisata Trisakti, Jakarta, [email protected]
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ANALISIS MANAJEMEN STRATEGI PEMASARAN UNTUK MENINGKATKAN
KEUNGGULAN BERSAING DI SAVALI HOTEL PADANG
Doni Muhardiansyah1, Rilla Rianty2
ABSTRACT
The aim of this article is to discover the ability of company’s strategic management in
accomplishing of focusing, positioning and differentiation strategy to pursue its
competitiveness and most dominant factors. This research is a combination one with
concurrent triangulation method, while obtaining company’s strategic management
formulation uses the Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis.
The data collection method used are through questionnaire, interview, and observation. The
collected data is analysed by using percentage technique and the qualitative data is analysed
by using Miles and Huberman’s analysis technique. The result of the research shows that the
analysis of variable of focusing strategy has a contrasting result, and it can be concluded that
Savali Hotel have not enough understanding on niche market focusing strategy. The result on
analysis of variable of positioning strategy has a contrasting result also and it can be
concluded that Savali Hotel has not yet understand the positioning strategy well, so the
company’s position is not firmed in the market and the image is not clinging in customers’
mind. The result on analysis of variable of differentiation strategy shows that Savali Hotel does
not have a unique factor compared to other hotels. By using market share analysis that
measured through competitor statistic report, it is known that Savali Hotel is in the lowest
position compared to the other three hotels. The SWOT analysis’ result shows that Matrix
Strategy IE, Matrix Space, and Matrix Grand Strategy of Savali Hotel has opportunities and
the strength with that good internal condition and has a supportive environment to grab any
opportunities. With this result, the strategy that supposed to be implemented in this condition
is to support Growth oriented strategy. Some other alternative strategies that can be chosen
are intensive and integrative strategy, market penetration strategy, market development,
1 Dosen Magister Pariwisata Sekolah Tinggi Pariwisata Trisakti, Jakarta, [email protected] 2 Alumnus Magister Pariwisata Sekolah Tinggi Pariwisata Trisakti, Jakarta, [email protected]
Gambar 2 Metodologi Penelitian Mixed Method Concurrent Triangulation
Sementara itu untuk merumuskan
strategi yang baik untuk objek yang diteliti
maka digunakan Analisis SWOT, IFAS,
dan EFAS sebagaimana pada Gambar 3
berikut:
Gambar 3 Analisis SWOT
Responden penelitian berjumlah 97
orang dan informan berjumlah 5 (lima)
orang yang terdiri atas manajemen,
karyawan, dan tamu Savali Hotel.
Sumber data kualitatif diperoleh dengan
teknik pengumpulan data triangulasi
melalui observasi, wawancara dan
dokumentasi, Data kualitatif yang
diperoleh dianalisis di lapangan dan
analisis SWOT. Sumber data kuantitatif
diperoleh dengan teknik incidental
sampling dan menggunakan instrumen
kuesioner dengan skala Likert. Data
kuantitatif yang diperoleh dianalisis
dengan Analisis TCR (analisis
persentase) dan Analisis Numerik (bobot,
rating, score). Selanjutnya data disajikan
dengan metode mixed method –
concurrent triangulation.
E. Pembahasan
Dari penelitian dilakukan analisis berbagai strategi yang telah diterapkan di
Savali Hotel, berikut pokok pembahasan disajikan dalam Tabel 1. Analisis Strategi sebagai berikut:
Tabel 1 Hasil Analisis dan Pembahasan Strategi Savali Hotel
Tabel 1 Hasil Analisis dan Pembahasan Strategi Savali Hotel (lanjutan)
Posisi Strategis Savali Hotel Padang
1. Matrik Strategi IE
Posisi strategis Savali Hotel Padang berada pada sel I, atau grow and develop (tumbuh dan berkembang). Untuk itu alternatif strategi yang dapat diterapkan Savali Hotel Padang
ke depan adalah strategi penetrasi pasar, pengembangan pasar, dan pengembangan produk. Nilai terbobot total untuk IFAS adalah 3,228 sedangkan skor nilai EFAS sebesar
3,089 sehingga posisi perusahaan pada matriks IFAS/EFAS disajikan pada Gambar berikut:
Gambar 4 Matriks Strategi IE Savali Hotel
2. Matrik Space dan Grand Strategy
Posisi Savali Hotel berdasarkan hasil analisis berada pada kuadran I, yang artinya arah, sasaran dan strategi yang harus diterapkan adalah mendukung kebijakan pertumbuhan
yang agresif (growth-oriented strategy). Gambar 5 menunjukkan sumbu vertikal dan horizontal berdasarkan analisis EFAS dan IFAS Savali Hotel Padang.
Gambar 5 Matriks Space dan Grand Strategy Savali Hotel
2 Nama Yang menugaskan/Jabatan : Fetty Asmaniati, SE., MM / Ketua
3 Nama yang ditugaskan/Jabatan : Dr. Ir. Doni Muhardiansyah, M.Si., ERMCP., CERG., CCGO
4 Maksud Penugasan : Melaksanakan Penelitian dengan Judul " Analisis Manajemen Strategi Pemasaran untuk Meningkatkan Keunggulan Bersaing di Savali Hotel Padang "
5 Alat Transportasi : Udara
6 a. Tempat Penugasan Awal : Sekolah Tinggi Pariwisata Trisakti
b. Tempat Penugasan Akhir : Savali Hotel, Padang
7 a. Lama Penugasan : April - Agustus 2021
b. Tanggal Penugasan : April - Agustus 2021
8 Pembebanan Biaya
a. Instansi
:
b. Lainnya (sebutkan) :
9 Lain-lain :
PENGESAHAN PENUGASAN
Ditetapkan di Jakarta pada tanggal : 31 Maret 2021
Fetty Asmaniati, SE., MM / Ketua
TEMPAT TUJUAN TEMPAT KEMBALI
Tiba di : Savali Hotel, Padang Telah diperiksa, dengan keterangan bahwa perjalanan diatas benar telah dilaksanakan sesuai perintah dan semata-mata untuk kepentingan dinas dalam waktu sesingkat-singkatnya:
Dr. Nurbaeti, MM Waket II
Tanggal :
Dokumen yang telah diperiksa diserahkan kepada: 1. Pelaksana Tugas 2. Atasan Langsung Pelaksana Tugas 3. Bagian Umum & Keuangan 4. Sekretariat